物質主義與消費行為之關係-在曼谷之實證

The Relationship of Materialism and Consumer Behavior in Bangkok

馬嘉穗(Chanakarn Thongprapan)

指導教授 ： 何志峰 博士

國立臺北商業大學/財經學院/國際商務系研究所/碩士(2018年)

摘要

泰國是著名的佛教聖地。佛教通過專注於精神和思想的教化，從而減少人對物質的慾望。然而，由於全球化趨勢和科技技術的進步，人們能夠更容易地接觸到多樣的文化，同時伴隨著旅遊業的發展，特別是在遊客高度聚集的泰國首都。因此，儘管文化或宗教的道德，泰國人逐漸開始追求物質，並最終成為一個唯物主義者。這讓企業有機會運用特定的營銷策略來吸引在泰國的消費者。
本論文的研究包含一項物質價值量表。該表示由Russell Belk和Richin研究的一項衡量個人唯物主義的量表。其中，該表可調整為李克特量表，從而提供了一種更為簡單的個人唯物主義計算方法。此後，將個體的測量結果用於衡量與其相匹配的市場中的特定消費者行為。該項研究旨在於研究曼谷的唯物主義和消費行為之間的相關性，並致力於突破宗教道德的約束，與提升泰國的銷售利潤率。

關鍵字

唯物主義 ； 物質價值量表 ； 消費行為 ； Russell Belk和Richin ； 關係 ； 曼谷

並列摘要

In the Kingdom of Thailand where it is well-known as the land of Buddhism. There is a teaching in Buddhism to focus on mind and spirits, by rejecting personal desires in an object. However, due to the globalization and the advancement of technologies, people are able to experience many different cultures more easily and the tourism that rises, especially in the capital city of Thailand where many tourists have to gather. Therefore, despite the culture or religion’s morality, Thai people gradually desire matters and eventually became a materialist. Giving the chance to the firms to come up with specific marketing strategies to attract the consumer in Thailand.
The research includes a material value scale, a scale to measure individual materialism which has been developed by Russell Belk and Richin. There is an adaptation to the scale into Likert scale for an easier method to calculate individual materialism. The results of an individual with materialism will then be processed onward to measure the relationship with their specific consumer behavior in the market. The purpose of this research is to find a connection between materialism and consumer behavior in Bangkok. Professed needed to break through the religious morality, and uprise the sales profitability in Thailand.

並列關鍵字

Materialism ； Material Value Scale ； Russell Belk and Richin ； Consumer behavior ； Relationship ； Bangkok

參考文獻

Thai Academic Paper:

Statistical Yearbook Thailand 2015 written by Thailand National Statistic Center

His Majesty King Bhumibol Adulyadej the great’s birthday speech on 4 December 1998

Research Topic “Spending Proportion of Thai Consumer (Base on Salary Group)” conducted by Thailand Economic Intelligence Center (EIC)

Pavin Chachavalpongpun (2011), "Thaksin, the military, and Thailand's protracted political crisis", The Political Resurgence of the Military in Southeast Asia: Conflict and leadership, Routledge, pp. 45–62